CAVU Rebrand
Four distinct companies. Four unique voices. One cohesive brand system. This project challenged me to take four independent brands and bring them together under a single, unified identity without losing the individuality that made each one stand out.
To achieve this, I began by using the color palette of the leading brand, American Thermal Instruments, as the foundation for the overall visual system. From there, I developed custom logo designs, typography treatments, and supporting graphic elements for each company, ensuring every brand had its own recognizable character while still aligning with the parent brand’s aesthetic and values.
Once the visual systems were established, I extended the new identities into fully designed website concepts for all four companies. Each site incorporated the shared design language while tailoring content layout, imagery, and interaction patterns to the company’s individual audience and offerings.
This project was an exploration of striking a balance between brand consistency and individuality. How to blend distinct identities into one collective narrative while keeping their individual character intact.
